Page 12 - Brewdog Teaching Notes

and innovation are allied with business creativity and a keen

eye for spotting market opportunities.

Leadership - BrewDog

Set Direction

Watt and Dickie have set the direction of the
company since its inception in 2007

Demonstrate Personal Character

Live simple lives in local community.

Invests heavily in employees, and the
environment

Build Organisational Capacity Mobilise Individual Commitment

• Entrepreneurial business • Customers are characterised as
• Key directorships held by Watt and ‘Punks’
Dickie • Manage brand development
• Managed production capacity • Utilise abrasive marketing
• Developed new products/markets • Create EFP crowdfunding
• Diversify through franchising and
wholly owned subsidiaries

BrewDog

Diagram 2